Many experts are talking and writing about how collaboration can improve the relationship between a company and its customers, but most of them assume that employees collaborate naturally and are willing to work together for the success of the company.

This is not always the case. The main reason - human nature being what it is - is that employees are motivated first by their own objectives and only secondarily by the goals of the company. In other words, even if they have basically the same goals (i.e., the goals of the company they work for), employees will work primarily based on their own priorities.

Some are seeking financial profit, others are looking to build a reputation for themselves, and others simply want to get the job done and go home.

In other words, employees may not in fact be able to collaborate in order to attain the objectives of the company when it comes to managing relationships with customers. This is the root of all your CRM collaboration issues, and typically cannot be magicked away by business software, as it's an internal problem that only you can fix.

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